Blackpool is hoping to get back on the holiday wishlist with a new advertising campaign targeted at families.
The seaside resort, which last year saw 13 million tourists visit its shores, has announced a summer campaign that aims to shed negativity around the resort’s reputation and encourage people to see how GBP250 million has been spent to transform the resort.
Work has been on-going in the last few years to update the promenade and bring more international names to the resort, working heavily with Merlin Entertainments and local businesses for a joint approach to selling the destination.
“We’re spending GBP1 million on this campaign and are very confident that the repositioning will change the perception of Blackpool and get more families visiting. It’s been a very exciting and interesting collaboration with Merlin and Visit Blackpool spearheading and key stakeholders coming together as a catalyst for change,” Cassie Forshaw, head of marketing for Blackpool cluster at Merlin Entertainments told Travel Daily. “The campaign aims to really raise awareness of the investment that has gone into Blackpool; there was GBP250m put into the seafront regeneration and the first phase of the GBP220m development into Talbot Gateway has now been completed with retail outlets, a gym and more office space. The second phase will include a hotel and new homes.”
While the couples, coach markets and stag and hen parties are still popular its new campaign will be aimed at families looking for a summer break, with adverts to start in July. A microsite including information and ticketing was unveiled last week which also details events including the Switch-On concerts, the Mamma Mia production and the Air Show.
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